Insurance Brokers: is content marketing the secret recipe for growth?

Research released today by Passle, the content marketing platform for professional services firms, found a correlation between revenue growth and a successful content marketing strategy.

The research ranked Simply Business as the best in the UK for showcasing its expertise online and distributing it via social media. It was followed by Aon, and AA Insurance Services in second and third place respectively.

At the other end of the rankings were The A&A Group, Crispin Speers, and Minova Broking Group.

Passle's detailed research of the UK’s top 50 insurance brokers, identifies how these firms engage online, focusing on the knowledge pieces produced, social media activity, and Klout scores. The aim was to determine which insurance brokers have been the most effective at both building their presence and demonstrating their expertise online.

Passle reached its results by ranking each firm against eight criteria and coming to an overall ‘Passle Score’. They are: the number of ‘knowledge pieces’ published, defined as an insight, blog, article or any other piece that demonstrates knowledge and expertise by someone at the firm (excluding news); the number of knowledge pieces per broker; the number of Twitter, LinkedIn and Facebook followers; the number of tweets per broker per year; the number of tweets retweeted; and finally each firm’s Klout score. The primary data for this research was collected in July 2016 and annualised.

Willis Towers Watson was actually the firm that produced the most knowledge pieces, followed by Jelf and Simply Business, while MCE Insurance managed the most knowledge pieces per broker.

However, the report says: "The top 50 insurance brokers produced an annualised 2,426 knowledge pieces in 2016, which might seem impressive but it amounts to only 0.25 pieces created in a year per staff."

A report is now available free to download at Insurance brokers, whether in the top 50 or not, can also request a personalised report benchmarking them against the top 50 from the same website.

Passle offers a way for insurance brokers to share their knowledge online in an easy-to-use format, allowing busy experts to comment on breaking industry news and regularly share their views with clients and prospective clients.

Claire Trévien, Head of Content Marketing says: “The insurance industry is not, as a whole, taking advantage of digital opportunities. Those who are engaging with their customers online and sharing valuable expert-led content are seeing more opportunities come their way. In our research, we have found that those creating valuable and engaging content also enjoyed revenue growth - that's not a coincidence.’

About Passle:

Passle turns busy experts into recognized thought leaders. Passle is a digital marketing platform that puts content back where it belongs: in the hand of experts. Unlike conventional blogs, Passle’s software facilitates on-the-go commentary with professional looking results that can be customized to fit your brand message.

For further information, please visit:

Contact Claire Trévien at for more information.

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About Passle

Award-winning #startup that turns busy experts into recognised thought leaders. We are a digital marketing tool for #B2B companies. #MarTech